In a MediaBrief exclusive, Shyamala Ramanan, Business Head of Mia by Tanishq, shares how the brand balances design, affordability, and brand value, while creating collections that resonate with modern women. She discusses the inspiration behind the Manifest collection, its approach to festive campaigns, partnerships with influencers, and the role of their brand ambassador in bringing the campaign to life.
Navigating gold and silver price fluctuations while maintaining design and brand value
To start, Ramanan highlights the brand’s strategy in handling market challenges. “Mia has largely played in the 14-karat space. On a pro-rata basis, the impact of price fluctuations is not as severe on 14-karat jewellery as it is on 22-karat. Moreover, we’ve always focused on minimal design,” she says.
She elaborates on the design philosophy that underpins this approach, adding, “Our designers are very well-tuned to using gold judiciously and diamonds effectively. Our team designs with everyday wear in mind — keeping the gold weight and diamond carat at certain levels. We use that as the base, along with current trends and consumer insights, to design pieces that stay relevant.”
Ramanan further explains the inspiration behind the Manifest collection: “Even our Manifest collection is born out of this insight about Gen Z. Given today’s uncertain world, there’s a deep-set need to dream of abundance and prosperity. So it became important for us to manifest that sentiment into reality. The designs are inspired by palaces of the past but contemporized for today’s wearer — so you feel like new-age royalty, manifesting your own reality. That’s how the name, the brand ambassador, and the collection all came together,” she adds.
Blending tradition with modernity in design
Ramanan points out how heritage and modernity coexist in Mia’s design language. “Tradition is mostly reflected in the properties and craftsmanship, while the design language itself is modern. For example, we’ve reimagined Navaratna by pairing it with pearls, and taken motifs like paisley but given them a contemporary twist,” she says.
She highlights the uniqueness of every piece, noting, “We ensure every piece feels unique — even tiny ones become conversation starters. That’s the beauty of our design philosophy, and full credit goes to the design team that brings this vision to life.”
Catering to women who prefer versatile jewellery for all-day wear
Speaking about versatility, Ramanan emphasizes the lifestyle focus of Mia’s jewellery. “We encourage layering and stacking. You can wear a single piece for work, and later, add another layer or accessory to transition easily into an evening look,” she says.
On evolving trends, she notes, “With multiple ear piercings becoming common, women can wear several pieces at once — from one to five or six in each ear. It’s all about versatility and transition.”
Ramanan also stresses confidence and self-expression, adding, “There’s no rule that jewellery should only be worn a certain way or in certain places. For many professionals — doctors, teachers, corporate employees — dress codes can be restrictive. Jewellery becomes their form of self-expression. So we say, style it your way and let your personality shine. Our designs allow that freedom — many pieces are convertible too. Some can be worn as a simple pendant during the day and opened up into a statement piece in the evening. Depending on your mood and need, we’ve got you covered.”
Choosing Aneet Padda as the face of Manifest Collection
Ramanan begins by highlighting the synergy with their brand ambassador. “We fondly call Aneet our ‘face of royalty.’ She truly embodies the spirit of Manifest. Aneet has manifested her success through hard work and determination — it’s not easy to become one of the country’s top athletes without grit, dedication, and sincerity,” she says.
She adds context on why this partnership works: “At her age, she has achieved what few have, and that makes her an inspiration for the nation’s youth. Her values align perfectly with Mia’s — empowering women, encouraging them to be independent, confident, and unapologetically themselves. So this partnership was a natural fit — when values align, it really is a match made in heaven.”
Approaching the festive season and collaborations with influencers
Introducing Mia’s festive plans, Ramanan shares, “Yes, we’ve done a wonderful collaboration with TVF for a web series called Very Pariwarik. It’s a light-hearted comedy featuring a young couple living with the husband’s parents. The show captures everyday family dynamics with humour, and it’s been a great fit for the festive period — warm, relatable, and full of laughter.”
She explains the broader brand approach, adding, “As a brand, we see festivals as more than just occasions to sell — our jewellery is made for both festive and everyday moments. We’ve also collaborated with multiple influencers across the country — including regional voices, creators on YouTube, and others. These partnerships help us connect authentically with diverse audiences.”
Creative approach behind the Manifest campaign launch
Ramanan elaborates on the campaign’s unique development process: “This campaign was particularly exciting because we started with three different storylines. For the first time, we did a consumer dipstick — we presented all three scripts to our consumers and asked for their feedback. The script that was chosen unanimously was the one we eventually launched with Aneet. We were overwhelmed by how strongly women resonated with its message — that they’ve had enough of external validation and are ready to live for themselves,” she says.
She further underscores the campaign’s theme, adding, “Given how much women juggle every day, it’s not about seeking approval anymore — it’s about living joyfully and authentically. The chosen script reflected that perfectly. So, taking Aneet on board made even more sense. The campaign’s direction also aligns with our brand’s journey — last year’s theme was Start Anew, celebrating sisterhood and women supporting each other. Manifest is the natural progression — standing up for yourself. We’re very proud of this campaign and thrilled to have Aneet represent it. It’s one of our finest yet.”
